Katie delivered a Keynote presentation at the first-ever AI Everything Summit in Dubai (May 2019), organised by the UAE National Programme for Artificial Intelligence, in partnership with Smart Dubai. The event was opened by Shaikh Ahmad Bin Saeed Al Maktoum, CEO and chairman of the Emirates Group. The presentation focused on how to harness AI and maintain the competitive edge. There is a huge amount of hype surrounding AI, as it’s in the Gartner phase of ‘peak of inflated expectation.’ By comparison, Katie shared the evidence and insights drawn from the extensive research she conducted for her new business book. Using Artificial Intelligence in Marketing: How to Harness AI and Maintain the Competitive Edge, was published by Kogan Page in February 2019. It is essential reading for any 21st-century business executive. Katie shared these real-world examples, both successes and failures, as well as practical implementation strategies.

1. How to harness
AI & maintain
the competitive
advantage

2. Twitter @katieeking
Instagram - katiekingzoodikers
Ø 30 year marketing career
Ø CEO of AI in Marketing
Ø MD of Zoodikers
Ø Co-founder of AI in FM
Ø TEDx speaker
Ø Chairperson of a PRCA Group
Ø Commentator on BBC TV and radio
Ø APPG – Enterprise adoption of AI

3. ØPublished 3rd February 2019
ØAvailable on Amazon, Waterstones &
Kogan Page
Ø20% discount code AMKAI20 -
www.koganpage.com/AI-in-marketing
ØFeatures leading brands, including M&S,
TGI Fridays, Ocado, Renault and more
ØInsights from tech disruptors, vendors,
academics globally and spanning multiple
sectors

4. A new
business
paradigm
A truly
amazing
revolution

5. Paranoia and hype

6. Gaining traction
Ø The number of enterprises implementing AI grew 270% in past 4
years
Ø Tripled in past year, according to the Gartner, Inc. 2019 CIO
Survey.
Ø All industries use AI in a variety of applications, but struggle with
acute talent shortages
Ø Four years ago, AI implementation was rare, only 10 percent of
survey respondents reported that their enterprises had deployed
AI
Ø For 2019, that number has leapt to 37 percent — a 270%
increase in 4 years

7. Dispelling myths

8. We all want to live longer

10. Making
everything more
efficient and
optimised

13. Enhance CX – empower to self-
serve

14. Ø Transforming the customer experience
Ø Mining insights across billions of unique customer journeys
Ø Uncover business opportunities you didn’t realise you should look for
Predictive analytics for lead gen

15. Advertising optimisation

16. Connected technology
Ø Advertisers must think differently
Ø Smartwatches, cars & household
appliances have opened up wealth of
valuable new data & potential insight
for advertisers
Ø Opportunity for a larger amount of
screens – i.e. on car dashboard or
freezer door. Think beyond connected
TVs and smartphones (and standard
16:9 ads).
Ø Providing something of value for
consumers is key

17. A new
business
paradigm
Relevance
transformation

18. Personalisation

19. Personalisation

20. Morphing of job
roles &
importance of
CX

21. CX: AI to manage customer
relationships
Ø Chatbots are AI-based conversation agents that are being used in many
different customer-engagement scenarios.
Ø Digital assistance, chatbots, and recommendation engines help manage
customer relationships better, understanding customers’ preferences which
improves the overall experience
Ø They are designed to simulate human interactions and provide immediate,
personalized responses 24/7.
Ø This eliminates frustrating delays and errors in customer service, particularly
for handling customer complaints.
Juniper Research predicts that
chatbot conversations will be
responsible for cost savings of
over $8 billion per year by 2022,
up from $20 million in 2017.

22. A new
business
paradigm
How can you
prepare?

23. 23
SCORECARD

24. What’s holding AI back?

25. 10 skills needed, according to
World Economic Forum

26. A new
business
paradigm
What’s your
moral
compass?

27. UK code of conduct

28. Global advocacy and cooperation

29. Thank you
Any
questions?